Task 1.

2: Target audiences of advertisements

1. Mass Audience - a mass audience is made up of a very large group of people (women,
men children and adults).
 Niche Audience- a niche audience is a small but select group of with a very unique
interest.
 Psychographics- Psychographics is used to uncover the inner psychological
characteristics that individuals and groups have, instead of the “surface”
characteristics that demographic information provides.
 Geodemographics- Geodemographics is the study of the population and its
characteristics, divided according to regions on a geographical basis.
 Demographics- statistical data relating to the population and
particular groups within it.
2. Which characteristics are commonly used to categorise audiences?
The characteristics commonly used to categorise audience are: age, gender, ethnicity
and class.
3. What are the different categories of audiences according to Young and Rubicam’s
theory?
The explorer- need for change, discovery and want to be different.
The aspirer- look at how others view them, try product for the visual looks and focus
on their status.
The succeeder- strong goals and tend to be responsible. They have an aggressive
attitude to life as they look for control.
The reformer- intellectual and are tolerant. They don’t buy products just because
they’re new. Their core is enlightenment.
The mainstream- fit in with the changes of society. Stick with value for money, what
they know and save money. They strive for security.
The struggler- they focus on the present and tend to not work hard or have any
valuable skills. They consume alcohol, junk food and focus on brand choices. They
seek escape.
The resigned- the older generation. Tend to stick with what they are familiar with
and not change with society as they stick with older more nostalgic values. They aim
to survive.

4. Why is Young and Rubicam’s theory referred to as being ‘cross-cultural’?

They developed the theory but due to cultural backgrounds, they removed the
specific effect of the hierarchy and so named the theory Cross Cultural Consumer
Characterisation, which was shortened to the 4C’s.
5. Explain what products might be advertised to each category of Young and Rubicam’s
theory.
The aspirer is materialistic and is solely concerned with their status and for this I can
see a new social media app being advertised to them or something like the brand

new most expensive iPhone.

The succeeder is self-confident and very organised they have a clear idea of what
they want to do and achieve they like the idea of control so for them I can see them

being advertised a filing cabinet or like an ad to start their own company.

The explorer likes to look for a challenge, they want to encourage people to try out
new things and their core motivation is discovery for them I can see them getting an
ad for human headphones as these are unique and not many people know about

them.
The reformer is intellectual and values their own judgement, they are the most anti-
materialistic and their core motivation is enlightenment, I can see them getting an ad

for schooling opportunities, and business opportunities.

The mainstream have an essential daily routine, they tend to copy what others are
doing, their core motivation is security, and because of this I can see them getting

ads for celebrity clothing and make-up lines or the most popular tech.
The struggler ‘live for the day,’ they are often seen as losers or victims in other
groups and consume heavy amounts of alcohol and junk food, their core motivation
is escape and because of this I can see them getting ads for junk food, delivery
services, alcohol and depression. As they use food and alcohol as a distraction from

their real lives.

The resigned are predominantly the older generation, with their unchanging values,
they prefer what known than what’s new, and their core motivation is to survive. So
for them I can see this group getting ads for vinyl records, antiques and tech with a
shape that is a few years old but with new hardware on the inside.